Sunteți pe pagina 1din 6

International Journal of Marketing and OF Human Resource Management INTERNATIONAL JOURNAL MARKETING AND (IJMHRM), HUMAN ISSN 0976

6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)


ISSN 0976 6421 (Print) ISSN 0976 643X (Online) Volume 4, Issue 1, January- April (2013), pp. 08-13 IAEME: Journal Impact Factor (2012): 1.5321 (Calculated by GISI)





Associate Professor, Bharati Vidyapeeth University, Institute Of Management, Sangli 2&3 Research Student, BVDU, IMED, Pune

ABSTRACT India is identified as a farming nation and farming is the backbone of the country. Majority of the farmers are marginal farmers and for them producing and selling the produce at pea nuts for decades has been a regular activity. Their major concern is when selling vegetables, the vegetables have to reach the users at the minimum possible time, otherwise it becomes waste. The idea behind the paper is to figure out can the farmers themselves sell their produces directly to the end consumers in local markets, in unregulated 'farmer markets', or they have to only sell to intermediariesagents . The market place is usually in close proximity to the farmland and customers accessing the market live in and around locale. Farmers selling vegetables directly to the customer amount to very small fraction by volume. Farmers sell bulk of their produces to agents and auctioneers. The agents buy small quantities of produces from farmers and transfer it to agent. This research paper made an attempt to analyze the factors influencing the customers to purchase Vegetables and fruits on roads and highways and to suggest better ways and means to retain the Customers. Keywords: Western Maharashtra, Roads, Vegetables Farmers Consumers, Agent and Supply INTRODUCTION The fruit and vegetable marketplace is taken to be the sale to consumers of fresh fruit and fresh vegetables. The vegetables and fruits (seasonal) are the two main sectors of the market. Fresh fruit includes products such as grapes, bananas, gava, chicoo, carrot, and citrus fruits. and vegetables. The fruit and vegetable industry is highly decentralized in India.

International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

The diverse agro-climatic zones make it possible to grow almost all varieties of fresh fruits and green vegetables in India. India is the second largest producer of fresh vegetables in the world (ranks next to China) and accounts for about 15% of the worlds production of vegetables .The major vegetable grown are brinjal, tomato, ladyfingure, pulses etc fruits grown in the study area are banana, mango, citrus, guava, grapes, apple and papaya which constituted nearly 80 per cent of the total fruit production in the study area. Vegetables has the largest share of 31.7 per cent in total fruit and vegetable production, the growth can also be amounted for an increase in the area under crops growing. The auctioneers are people who enter into buying contract with farmers for whole or partial quantity of the produce and sell the produce to an agent or a wholesaler. Auctioneers also transfer the vegetables to wholesalers directly or through another agent. Wholesalers of vegetables sell to retailersboth traditional and organized retailers, and to customers, who buy in large quantity. Cart vendors, a type of traditional retailers, buy vegetables from wholesalers or organized retailers, sell to customers in mobile carts and deliver to customers at customer's doorsteps. Wholesale market is a vital link in vegetable supply chain. Maharashtra is a highly industrialized state of India at the same time; agriculture continues to be the main occupation of the state. Principal crops include rice, jowar, bajra, wheat, pulses, turmeric, onions, cotton, sugarcane and several oil seeds including groundnut, sunflower and soybean. The state has huge areas, under fruit cultivation of which mangoes, bananas, grapes, and oranges are the main ones. Irrigation facilities are being extended so that agriculture could be made less dependent upon rain water. The net irrigated area totals 33,500 square kilometers. This present study is an attempt to find out whether the road side marketing of vegetables and fruits by farmers at their respective gate would bring a new avenue for the farmers in maximization of profits and not going to middlemen for the sale of their produce at the pea nuts amount. REVIEW OF LITERATURE The literature survey helped to understand and welcome the earlier studies carried out in the field of agri-marketing and it endow with a wide framework of this work. A substantial quantity of writings mutually at the overall and micro levels can be seen on the subject of agri-marketing and its impacts on the end producers and users. People come to the farmer's market to buy vegetables.1 Farmers can sell a lot of vegetables as weekend bazaars and sabji mandis are becoming costlier. Farmers need to bring enough vegetables on the road. This design of market place has to be developed in carefully monitoring. If you want to sell your vegetables at a farmers market, look for a market that is on the way ,road side and near farms where the vegetables are quite fresh and at low cost as compare to vegetable markets.2 People today enjoy visiting farms and interacting with farmers. Many farmers sell vegetables at a farmers market or a roadside stand. Some farmers love to pick on their own vegetables. And check for freshness and also buys more quantity than usual buying.3 It is seen that the area around the sale point is not attractive with no display to choose from. Only quality and gradient item to give a customer a better view and make vegetables look larger. Vegetables are kept on the ground giving natural essence. No signs for all crops

International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

with name and price.10 Customers also like to buy the vegetables natural and ready to pay the farmers ask knowing that the farmers are charging less than the vegetable market.4 Marketing crops productively initiate with making sure that vegetables are fresh and healthy.5 No matter where you sell, consumers want high value. Subsequently, it is important to figure out what is important to about selling farm produce. Farmers want their customers to pick their own vegetables. 6 People like to stop at roadside stands to buy fresh vegetables. Roadside stands are close to farms where these vegetables are grown. Farmers can sell their produce without traveling far, and secondly farmers can make more money selling the crops directly than giving it to middlemen. 11. For instance, fresh-picked, brinjals, ladyfingers, coconuts, bananas, lemon, carrots, sweet corn, tomatoes, and pumpkins sell well.7 Consumers who stop at roadside stands like to see multicolored plants, farms, animals, even fresh fruits. They also like to see your crops growing. If you want to sell your crops at a roadside stand.8 Marketing of vegetable seeds plays an important role in agribusiness input industry. Its development in broader perspective can bring about increase in agricultural income. Very few studies have been attempted on vegetable seed marketing aspect in India RESEARCH METHODOLOGY The study is an observation in nature and primary data was considered for analysis. The Data were collected using interview schedule and open discussion with the respondents. The Respondents were selected by convenient sampling depending on availability. Study of 100 respondents. (FARMERS) Sample size: on the highway of jaysingpur-hatkangale-kolhapurarea, the road is identified for collecting data in such a way that 100 respondents were selected .At the first stage, the respondents were divided into two categories first, those who are involved in cash crops farming for more than 5 years and those who changed their occupation to farming related activities within last 2 years. Data Collection and Tools A structural interview schedule has been used for collecting responses from the persons .The collected data was tabulated and distribution tables were framed. Percentage analysis was used for the analysis. ANALYSIS OF DATA 1. Farmers Involved In Marketing Activity Sample Big Farms(more than 5acers) Small Farms(less than 5 acres) No. of farmers 15 85 Percentage 15 % 85 %

The survey was carried to know how many farmers from the sample are big farmers and small farmers involved in the producing of vegetables in their farm. It was revealed that majority of the farmers involved in this activity were small Farmers Who Had below 5 Aceres of Land under Cultivation of Vegetables and Other Crops.


International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

2. Primary Activity Of Selling Vegetables Primary Activity Of Selling Vegetables Yes No No. of farmers 25 75 Percentage 25 % 75%

Though Vegetables marketing by any channel is an important mode of economic activity for the farmers in western Maharashtra. It was found that the only 25% of the farmers from the sample are directly involved in selling of vegetables on road and not send it to middlemen. 3. Reasons for Road Marketing Main Reason Near To Farm Away From City Profit Is More Can Do Other Routine Things Middlemen Cheats Vegetables Decay Fast. Any Other Specify. No. of farmers 15 10 25 20 5 15 10 Percentage 15% 10% 25% 20% 5% 15% 10%

Marketing of fruits on roads is a well known activity carried out by farmers but this activity of selling their vegetables near the farm and on road is in very nascent was revealed that farmers had different reasons for carrying out this activity. Near To Farm, Away From City, Profit Is More, Can Do Other Routine Things, Middlemen Cheats, Vegetables Decay Fast and other reasons too. It was found from the survey that majority of farmers who were involved in this activity were for the simple reason that they were getting maximum profit from this direct selling on road and near to the farm. Secondly the farmers were found happy that the middle interference is not there .and also vegetables do not decay early as it happens with the market and middle plays had played an important in the fruit and vegetables market but with this model, it will reduce the role of middle men and customer and farmer will be benefited at a large. 4. Major Problems Faced Major Problems Faced Running Road Few Customers Stop Bargaining Is High Marketing of spot No. of farmers 10 25 10 55 Percentage 10 % 25 % 10 % 55 %


International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

Selling vegetables on roads is a well known activity carried out by farmers since edges. Farmers to face problems in selling the produce directly to consumers. But this activity of selling their vegetables, it was found the majority of farmers felt that very few customers stop on road to purchase vegetables and this was the major problem in selling the vegetables on road .as these farmers open a point of sale near their farm, so very few customers stop on the running road and purchase the produce. Only 10 %of farmers felt that customers bargained on price. Whereas majority of farmers opined that they were inefficient in carrying out marketing activities of their produce and the spot of sale where they sale their produce. 5. Professional Marketing More Professionalism Yes No Cant Say No. of farmers 75 15 % 10 Percentage 75 % 15 % 10 %

Finally it was revealed that majority of the farmers opined that they would continue to carry out this business in future also and would do it more professionally and secondly would consult people who are doing marketing specially fruits and vegetables marketing successfully. Hence entering with more rigor. FINDINGS Though majority of the sample is involved in this marketing activity it was found that the large section of the sample does it as secondary activity. This is again a setback to the overall activity. Secondly this activity is carried on the running road which again has limitations, but with effective advertising and promotions by farmers only, will lead to success. Farmers receive payment from consumers without incurring transportation costs. Farmers Can Develop Anew Business Model In Agrimarketing, Thus Crafting A New Profit Making Avenue For Farmers In Small Villages.

SUGGESSTIONS 1. Vegetable Farmers must have a marketing strategy. The key strategy issue to be addressed is that vegetables, once harvested, will deteriorate and eventually perish. As a result, Farmers need to plan a balance between the quantity of vegetables available for sale, the variety of vegetables for sale, the location of their particular vegetables in the consumer market and the marketing channel through which the produce will be marketed to consumers. 2. Small farmers must also determine which of the following channels or combination of channels provide the best means for marketing their produce to directly consumers.


International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print), ISSN 0976 643X (Online), Volume 4, Issue 1, January - April (2013)

3 Road Side Farm entry sales - These farmers must harvest the produce, prepare the produce for sale and in actual fact work on retail outlets on the farm for selling directly to the consumer. 4. Farmers who market their produce on road side should ensure that they have knowledge about sales to work with consumers. Road Side Farm gate sales also require proximity to large population centers, good roads, a parking area, good signage and facilities to accommodate customers. REFERENCES AND NOTES + 1. USDA National Agricultural Statistics Service. The Census of Agriculture; Available online: (accessed on 9 July 2009). 2. American Farmland Trust. Farming on the Edge Report. Whats happening to Our Farmland? Available online: (accessed on 9 July 2009). 3. Conner, D.S.; Knudson, W.A.; Hamm, M.W.; Peterson, H.C. The food system as an economic driver: strategies and applications for Michigan. J. Hunger Environ. Nutrition 2008, 3, 371-383. 4. Lobao, L. Locality and Inequality. Farm Structure and Socioeconomic Conditions; State University of New York Press: Albany, NY, USA, 1990. 5. Welsh, R.; Lyson, T. Anti-Corporate Farming Laws, the Goldschmidt Hypothesis and Rural Community Welfare. In Proceedings of the Annual Meeting of the Rural Sociological Society, Albuquerque, NM, USA, August 2001. 6. Lyson, T.A.; Welsh, R. Agricultural industrialization, anticorporate farming laws, and rural community welfare. Environ. Plann. A 2005, 37, 1479-1491. 7. Kirschenmann, F.; Stevenson, S.; Buttel, F.; Lyson, T.; Duffy, M. Why worry about the agriculture of the Middle? In Food and the Mid-Level Farm, Renewing an Agriculture of the Middle; Lyson, T., Stevenson, G.W., Welsh, R., Eds.; MIT Press: Cambridge, MA, USA, 2008; Volume 2005, pp. 3-22. 8. Andreatta, S.; Wickliffe, W. Managing Farmer and Consumer Expectations: A Study of a North Carolina Farmers Market. Hum. Organ. 2002, 61, 167-176. 9. Govindasamy, R.; Italia, J.; Adelaja, A. Farmers Markets: Consumer Trends, Preferences, Characteristics. J. Ext. 2002, 40, 1. Sustainability 2009. 10. Dr. N. Mahesh and Dr. R. Ganapathi, A Study on Determinants of Consumers Purchase Behaviour towards Green Products International Journal of Management (IJM), Volume 3, Issue 3, 2012, pp. 32 - 41, Published by IAEME